Facebook introduces ‘tracking specs’ for advertisers to measure actions

AdsFacebook has created “tracking specs,” a new way for advertisers to define and track any action that might be important to their campaigns through the Ads API.

According to documentation on Facebook’s developer site:

“Tracking specs allow you to track what actions are taken by users interacting with your ad. Tracking specs will only track, it will not optimize for that action nor does it charge based on that action.”

Previously, advertisers could use “conversion specs” to track and optimize for actions such as page Likes, offer claims, link clicks or custom Open Graph actions. If advertisers used Optimized CPM, Facebook’s system would automatically show the ads to users who are more likely to take the actions advertisers define through conversion specs. However, some advertisers wanted to track certain actions without having Facebook optimize for them.

To address that, Facebook is now offering tracking specs and conversion specs separately. Advertisers using oCPM can define conversion specs to optimize for, and then use tracking specs to measure results. Advertisers who bid on CPC or CPM will now use tracking specs instead of conversion specs. Tracking specs can be used for any Facebook ad type.

For now, this change primarily affects developers building on the Ads API. Advertisers might ultimately see some small adjustments to the Power Editor or third-party tool they use to manage their campaigns, depending on how developers decide to implement these changes on their platforms.

Mediabistro Job Fair

Mediabistro Event

Mediabistro Job Fair

Join us on January 27 at the Altman Building in New York City for an incredible opportunity to meet with hiring managers from the top New York media companies, network with other professionals and industry leaders, and land your next job! Register now!


Leave a Reply

One Response to “Facebook introduces ‘tracking specs’ for advertisers to measure actions”

  1. Facebook Adds Tracking Specs To Ads API - AllFacebook says:

    [...] blog Inside Facebook reported on tracking specs, which are available via the social network’s ads [...]

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Social Media Manager

Social Media Manager
Santa Monica, CA

Social Media Manager

Honest Tea, Inc.
Bethesda, MD

Product Manager - Community Platform

Maker Media
San Francisco, CA

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More

Our Sponsors

Mediabistro A division of Prometheus Global Media home | site map | advertising/sponsorships | careers | contact us | help courses | browse jobs | freelancers | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us